May 1, 2013

Article

Video communication tools helps businesses get noticed

When it comes to getting the word out about a new company, there are many approaches an SMB can take. Paper fliers can be distributed in mailboxes, stuck in car windshield wipers or handed out around the storefront. Television and radio ads may hit a wide viewing and listening audience. Even more optimal is online marketing, which can be embedded in other websites for a fee as graphics or click-through links.

Yet none of these options really says anything in a way that people are likely to connect with. These are all short blurbs about a business that miss out on what the company stands for, the individual products it sells and the things about its personnel that make it friendlier and more enjoyable to shop there as opposed to wherever a consumer is currently spending their money. In order to tap into this market and get noticed as a small company amidst a wide variety of competitors, enterprise video solutions are the key to success.

The benefits of video for business
Video tools are cost effective and easy to create, according to Search Engine Watch. These recordings allow businesses to express who they are and what they stand for in an appealing visual way. This lets consumers and potential corporate partners get a feel for what ideals and culture a fledgling entity carries before deciding to spend money on them in a much more thorough way than sending an email or pitching online sales propaganda. These are self-contained informational speeches that connect with consumers in a meaningful way and can be reused over time, making them far more cost effective than hosting a dozen meetings or mailing out a large amount of physical documentation, fliers and ad materials.

As the source stated, one of the best ways to get the mission and message of a company across is to tell the story of how the firm came to be. This can be the flagship recording that sparks a new social media presence for the firm, it can serve as the start of new employee onboarding and it even helps when introducing the brand to potential investors. Search Engine Online wrote that such messages are often shared on public sites like YouTube, allowing people around the world to see the kind of content a company is generating, which could draw in even greater revenue from a single, simple video communication asset.

Getting people interested
Video content delivery is one of the key ways of engaging buyers, as the source pointed out that more than 1 billion users access of the most popular video content sites on the web each year. This doesn’t begin to account for the mobile and social media sharing that takes place regarding these recordings, making the potential audience for every corporate deployment that much more significant. If even one in every 10 people who sees an SMB’s video becomes more interested, the numbers could quickly add up to exciting revenue figures for these entities.

While some firms may think this is an unlikely scenario, the amount of advertising people consume each year is on the rise. Business Insider published a report from comScore that showed more than 10 billion enterprise video tools are viewed monthly, with more than half of all internet users committing to watching these messages. This is a huge amount of the online audience, but as the source pointed out, it still means that one in every two web users isn’t getting in tune with corporate videos. Targeting these people is where the future of enterprise video delivery lies.

The source wrote that it’s likely that certain individuals are accounting for the skew in viewership, increasing their own consumption while some people don’t watch anything at all. These heavy users are reliable outlets for sharing and generating leads for businesses, but SMBs especially need to find ways of reaching the audience that isn’t already inundated with corporate culture and advertising information from the competition. In order to do that, firms may want to think outside the box.

Working on deeper insight
Deploying a more personalized approach that creates more of a face for an organization can help SMBs appeal to those directly in their target audience. Initiating business intelligence and metrics readings surrounding the kinds of people looking at these ads will help companies determine who is watching, how long they’re staying, what device they used to access the message and if they’re sharing it on their social channels.

People who aren’t interested may decide within the first few seconds that they’re not going to watch, meaning firms will need to devise better hooks to get people interested. Those who navigate away in the middle of a video communication may have streaming issues or may have found the message too long. Whatever the reasons, businesses should be mindful to keep up with their deployments. They’re worth the effort if targeted correctly.